It’s Not the Size of Your Company, It’s How you Present it

Happy to share (and, yes, brag a smidge) on a great client
success story. For the past several months, we’ve been working with X-Back Bracing Services,
a small company in Pennsylvania that distributes a line of back braces to durable medical
equipment (DME) suppliers. Our primary concern was branding: we wanted to match
the company’s image to the high quality and innovation of its products.

First up, we developed a new suite of promotional materials,
including a print brochure,
a video, an
email template, and a slight
revamp to their website design
. Then, we developed a phased marketing
strategy to deploy the new materials.

Yesterday, we got an email reporting that last month—when
X-Back started using the materials we produced—the company saw a serious uptick
in sales. They were not only drawing in new clients, they were closing bigger

Why the sudden increase?

First, props to X-Back: they have a fabulous product. By
the company’s own admission, once they get in the door with a prospective
client, the braces “sell themselves.” The main problem is opening that door.

I can’t help thinking that their new marketing materials had
something to do with greasing the hinges. We all know the adage about dressing
for the job you want. Well, X-Back decided to do it. The rebranding effort made
X-Back look innovative, respected, and . . . well . . . BIG. It presented
X-Back as the kind of company whom larger DMEs would trust with their accounts.

Now, I’m not suggesting that style trumps substance. You can
only put so much lipstick on the pig, no? If X-Back had a substandard product, all the shiny, happy branding in
the world couldn’t close a single sale.

But by re-presenting
itself in the way it wanted to be perceived, X-Back succeeded in grabbing the
attention of a whole new category of clients. Well played, X-Back. Well

Interested in giving your brand a little facelift (or major
surgery)? Get in touch
with us

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